Following its decision to sell misshapen fresh produce, Intermarché has begun to package unorthodoxly shaped biscuits as Les Biscuits Moches ('Ugly Biscuits'), LeTelegramme.fr reports.
The private-label biscuits are sold at 30 per cent under the price of Intermarché’s standard private-label counterparts. At present, they are available in 146 stores in the Paris region, and so far, about four tonnes of deformed biscuits have been stocked. This move, of course, is partially designed to combat food waste.
The retailer has not commented on the possibility of a wider-scale roll-out.
Intermarché has said that it will introduce similar packaging measures for private-label fruit and vegetables as well as ready meals within the first quarter of 2016.
© 2015 European Supermarket Magazine – your source for the latest retail news. Article by Peter Donnelly. To subscribe to ESM: The European Supermarket Magazine, click here.
